Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade

This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques

Análise de sinais cerebrais utilizando árvores de decisão

Este trabalho propõe um estudo de sinais cerebrais aplicados em sistemas BCI (Brain-Computer Interface - Interfaces Cérebro Computador), através do uso de Árvores de Decisão e da análise dessas árvores com base nas Neurociências. Para realizar o tratamento dos dados são necessárias 5 fases: aquisição de dados, pré-processamento, extração de características, classificação e validação. Neste trabalho, todas as fases são contempladas. Contudo, enfatiza-se as fases de classificação e de validação. Na classificação utiliza-se a técnica de Inteligência Artificial denominada Árvores de Decisão. Essa técnica é reconhecida na literatura como uma das formas mais simples e bem sucedidas de algoritmos de aprendizagem. Já a fase de validação é realizada nos estudos baseados na Neurociência, que é um conjunto das disciplinas que estudam o sistema nervoso, sua estrutura, seu desenvolvimento, funcionamento, evolução, relação com o comportamento e a mente, e também suas alterações. Os resultados obtidos neste trabalho são promissores, mesmo sendo iniciais, visto que podem melhor explicar, com a utilização de uma forma automática, alguns processos cerebrais.

Neuroscience and education: prime time to build the bridge

As neuroscience gains social traction and entices media attention, the notion that education has much to benefit from brain research becomes increasingly popular. However, it has been argued that the fundamental bridge toward education is cognitive psychology, not neuroscience. We discuss four specific cases in which neuroscience synergizes with other disciplines to serve education, ranging from very general physiological aspects of human learning such as nutrition, exercise and sleep, to brain architectures that shape the way we acquire language and reading, and neuroscience tools that increasingly allow the early detection of cognitive deficits, especially in preverbal infants. Neuroscience methods, tools and theoretical frameworks have broadened our understanding of the mind in a way that is highly relevant to educational practice. Although the bridge’s cement is still fresh, we argue why it is prime time to march over it.

Implante neural controlado em malha fechada

One of the challenges to biomedical engineers proposed by researchers in neuroscience is brain machine interaction. The nervous system communicates by interpreting electrochemical signals, and implantable circuits make decisions in order to interact with the biological environment. It is well known that Parkinson’s disease is related to a deficit of dopamine (DA). Different methods has been employed to control dopamine concentration like magnetic or electrical stimulators or drugs. In this work was automatically controlled the neurotransmitter concentration since this is not currently employed. To do that, four systems were designed and developed: deep brain stimulation (DBS), transmagnetic stimulation (TMS), Infusion Pump Control (IPC) for drug delivery, and fast scan cyclic voltammetry (FSCV) (sensing circuits which detect varying concentrations of neurotransmitters like dopamine caused by these stimulations). Some softwares also were developed for data display and analysis in synchronously with current events in the experiments. This allowed the use of infusion pumps and their flexibility is such that DBS or TMS can be used in single mode and other stimulation techniques and combinations like lights, sounds, etc. The developed system allows to control automatically the concentration of DA. The resolution of the system is around 0.4 µmol/L with time correction of concentration adjustable between 1 and 90 seconds. The system allows controlling DA concentrations between 1 and 10 µmol/L, with an error about +/- 0.8 µmol/L. Although designed to control DA concentration, the system can be used to control, the concentration of other substances. It is proposed to continue the closed loop development with FSCV and DBS (or TMS, or infusion) using parkinsonian animals models.

Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade

This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques